The Etixx-QuickStep UCI World Tour cycling team has agreed a partnership with German supermarket chain Lidl.
Lidl will become the Belgian team’s official fresh food supplier for the next two years, starting from January 2016. As the part of the deal, the company’s branding will appear on riders’ jerseys and shorts.
Jeroen Bal, purchasing and marketing director at Lidl Belgium, said: “The motivation for our sponsorship is to use cycling and the team to spread awareness of Lidl as a key supplier for fresh products. The partnership is good news for cycling, as it benefits from a new injection of funds with the arrival of the largest European supermarket chain. Lidl has almost 10,000 stores, spread across 26 countries. In 2018 the chain plans to open its first store in the United States.
“This is primarily a collaboration with Lidl Belgium, but of course we will be offering the possibility to all other countries to join in. Cycling and Team Etixx-Quickstep Cycling are also extremely popular outside of the Belgian borders.”
Lidl has previous experience of being involved with Belgian cycling, having supported the Tour of Flanders race and sponsored the Lotto-Belisol team.